2010 Toyota Rukus Launched

by Brad Leach under News, toyota, rukus, news on 19 May 2010 10:52:46 AM19 May 2010

2010 Toyota Rukus Launched3

Being conservative has served Toyota well for decades, but that’s about to change with launch of the Rukus.

‘Depth In Simplicity’ is the banner for the boxy urban hatchback, priced from $27,490.

“Rukus is set to invade our automotive culture, just as it has done in Japan and the United States,” revealed Toyota’s Executive Director Sales and Marketing, David Buttner. “It defies automotive design conventions, particularly the modern trend towards curvy, streamlined shapes. Suddenly, it’s hip to be square.”

Just like Kia said at the launch of its similar Soul model, Toyota admits the Rukus won’t be everyone’s cup of tea and is aimed squarely at hip, young buyers – customers who probably would never have previously considered a Toyota vehicle. It’s versatile and roomy interior is ideal for young families who need to haul baby strollers etc.

There are three Rukus models offering different levels of specification. ‘Build 1’ is priced at $27,490, ‘Build 2’ gains leather, upgraded air-conditioning and audio and retails for $29,990 while ‘Build 3’ adds a moonroof and is stickered at $31,790.

Like Kia’s Soul, there are plenty of accessories to individualize your Rukus – in fact customization is encouraged – including body decals and sports parts from Toyota Racing Development (TRD).

Dimensionally, the Rukus is about the same size as a Corolla hatchback, but its packaging and longer rear overhang provide greater luggage space (up to 1,331 litres with the 60/40 split-fold rear seat down). Not surprisingly, design work for Toyota’s new trendsetter was the responsibility of the company’s cutting edge studio in Southern California.

Inside, the modern interior also discards some traditional automotive styling themes – the bold, round gauges are centrally mounted and are bright orange in colour. The gear lever is mounted high, there are lots of large storage boxes and the audio features a ‘joystick’ control.

Under the bonnet is Toyota’s 123kW/224Nm, 2.4-litre petrol engine, driving the front wheels via a four-speed electronic automatic transmission with sequential manual shift mode. Suspension is front McPherson struts with wide L-shaped lower arms and a torsion beam rear.

Typically Toyota, safety features are plentiful including vehicle stability control with traction control, anti-lock brakes with electronic brakeforce distribution and six airbags.

“It’s not for everyone – and that’s OK. It’s an acquired taste,” Mr Buttner said. “Rukus will appeal to many people who have never previously considered a Toyota. In that sense, it’s the most un-Toyota vehicle we have ever introduced.

Toyota expects to sell around 200 Rukus’ per month.